Max Green Alchemy® Acknowledged As A Champion Of Safe Personal Care Products

San Francisco, California (November 30, 2011) It’s official. The Campaign for Safe Cosmetics report today confirms that Max Green Alchemy (MGA) is indeed a champion of safe cosmetics. Max Green Alchemy’s vision - since its inception in 2004 - has been a ‘Cosmetic Counter Intelligence’ philosophy of product transparency with an emphasis on avoiding ingredients suspected of causing allergy, toxicity or other potential health concerns. This allowed Max Green Alchemy to easily become an early adopter of the Campaign’s pledge to avoid chemicals banned by global health agencies and by fully disclosing product ingredients.

“Congratulations to Max Green Alchemy for being a Champion and for demonstrating that it’s possible to make personal care products that far exceed current safety standards in the United States” said Mia Davis, organizing director of the Campaign for Safe Cosmetics.

“When we started out seven years ago it was necessary to scrutinize ingredients and manufacturing processes in order to create safe products” said Max Green Alchemy founder Dave Karlak. “Back then the status quo was sodium lauryl sulfate, parabens, petroleum, silicone, urea and ethoxylated materials everywhere. The products that we envisioned creating were considered niche hippy products. Today the Campaign’s Market Shift Report validates that we’ve been on the right track all along.”

In fact Max Green Alchemy’s original vision leapfrogs the Campaign’s requirements by not only creating safer products but also avoiding even those petrochemical and animal derived materials that may be considered safe. Instead MGA uses only botanical based ingredients and sources organic and wildcrafted botanicals whenever possible. At present Max Green Alchemy has eighteen distinctive vegan personal care products for hair, body and face.

About the Campaign for Safe Cosmetics
The Campaign for Safe Cosmetics is a coalition of more than 150 nonprofit organizations working to protect the health of consumers and workers by eliminating dangerous chemicals from cosmetics. To learn more about the Campaign for Safe Cosmetics please visit www.safecosmetics.org and the report landing page is www.safecosmetics.org/MarketShift

About Max Green Alchemy
Max Green Alchemy is passionate about products that respect consumers’ internal and external environments without sacrificing effectiveness and which adhere to the comprehensive international standards for cruelty-free cosmetics. All products carry the Vegan.org, PETA.org and LeapingBunny.org certifications. Max Green Alchemy products are available at salons, select Whole Foods Markets, independent health stores, and online at www.maxgreenalchemy.com

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Dave Karlak is available for comment at 415.863.4155

Max Green Alchemy is a registered trademark of Max Green Alchemy Ltd. Other marks are the property of their respective owners.

Max Green Alchemy® Acknowledged As A Champion Of Safe Personal Care Products

11/30/2011